电商背景下网络主播带货的侵权责任认定

Infringement Liability Determination of Online Hosts Selling Goods under the Background of E-Commerce

摘要: 随着互联网技术的快速发展，直播带货已成为电子商务领域的主流营销模式。本文围绕网络主播带货侵权责任认定展开系统研究，首先界定直播带货与主播的法律属性及类型，分析主播承担侵权责任的法理基础；重点论证主播侵权责任认定的特殊性，及其对现行广告侵权责任制度的适用挑战；在现有法律框架下明确主播法律地位的判断标准，构建主播侵权责任构成、责任分担、责任范围与免责事由的规则体系，界定假冒销售、虚假宣传、知识产权侵权等典型行为的责任边界。研究进一步提出可操作的事前预防规范、技术监管方案与消费者维权机制，细化立法完善与行业监管路径。结果表明，直播带货侵权责任涉及主播、平台、供应商等多方主体，覆盖合同责任、消费者权益侵权、知识产权侵权、隐私权侵权等类型；不可抗力、信息外部来源、第三方合理信赖等可构成免责事由。本文可为直播带货合规运营、消费者权益保护与市场秩序维护提供理论参考与实践指引。

Abstract: With the rapid development of internet technology, live-streaming commerce has become the mainstream marketing model in e-commerce. This study systematically examines liability determination for infringement by online streamers. It first clarifies the legal attributes and classifications of live-streaming commerce and streamers, analyzes the legal foundations for determining their liability, and highlights the unique characteristics of infringement liability determination for streamers—along with its challenges to existing advertising liability frameworks. Within the current legal framework, the study establishes criteria for assessing streamers’ legal status, constructs a comprehensive regulatory system encompassing liability composition, responsibility allocation, scope of liability, and exemption grounds, while defining liability boundaries for typical violations such as counterfeit product sales, false advertising, and intellectual property infringement. The research further proposes actionable preventive measures, technical supervision protocols, and consumer protection mechanisms, detailing legislative improvements and industry oversight pathways. Findings indicate that live-streaming commerce infringement liabilities involve multiple stakeholders including streamers, platforms, and suppliers, covering contract liabilities, consumer rights violations, intellectual property infringements, and privacy breaches. Exemptions may arise from force majeure, external information sources, or reasonable reliance by third parties. This study provides theoretical references and practical guidance for compliant live-streaming operations, consumer rights protection, and market order maintenance.